Which Diamond Is forever? – Tiffany & Co. (TIF), Blue Nile Inc (NILE), Zale Corporation (ZLC)

The jewelry market is largely dominated by three companies: Tiffany & Co. (NYSE:TIF), Blue Nile Inc (NASDAQ:NILE) and Zale Corporation (NYSE:ZLC). Due to the global economic recession and resultant decline in consumer disposable income and confidence, these companies experienced declining sales and margins. However, one company that shown bright even during these times was Blue Nile Inc (NASDAQ:NILE), which posted 2% and 10% sales growth in FY09 and FY10, respectively.

As the economy improves, there is a gradual improvement in sales growth. Zale has experienced declining sales and negative profit in the last 4 quarters except for 2Q13 when its net income jumped 42%. Similarly, in January 2013, Blue Nile posted a 4Q12 net sales increase of 21.2% and net income increase of 17%. However, in contrast, Tiffany & Co. (NYSE:TIF)  posted weaker 3Q12 results with sales increasing by a hair’s breadth of 1% and net income declining 30%.

What drove Blue Nile Inc (NASDAQ:NILE) during the recession was its business model. Blue Nile is the world’s larges
t online retailer of certified diamonds and fine jewelry. The company used the strategy of providing high-quality diamonds and jewelry at attractive prices as well as educating its customers with respect to in-depth product information, grading reports, and trusted guidance throughout the purchasing process.

The comparison between Blue Nile Inc (NASDAQ:NILE) and Zale is unusual given that each has a different operating model –  Blue Nile is an online retailer while Zale is a typical bricks-and-mortar store. Despi
te this difference, Blue Nile trades at a whopping P/E of 55.39, higher than even Tiffany’s P/E of 21.11. Let us delve further –

Sales:

Although Zale Corporation (NYSE:ZLC) has high absolute sales value, the growth rate is much lower than that of Blue Nile. While Blue Nile Inc (NASDAQ:NILE) posted positive sales growth in 2009 and 2010, Zale posted negative sales growth in both the years.

Blue Nile’s sales have been consistent over the past 5 years with a CAGR of 6%.

Margins

Although Blue Nile Inc (NASDAQ:NILE) posted a gross profit margin of 20%, it has been able to post average 5% margins in the last 5 years. On the other hand Zale has a gross profit margin of 50%, but has positive margins in only 2 out of 5 years.

Given its lower profitability, Zale Corporation (NYSE:ZLC) has a negative Return on Equity of 5.6% vs. Blue Nile’s double digit positive return (34%).